The race for attention at the fixtures: How grocery brands are losing £4 billion in revenue

This event report describes how neuroscience can help brands avoid lost sales to copycat supermarket own-brands by protecting fundamental signals of packaging design.

Grocery brands have a big problem with packaging. Many own-label brands mimic the packaging style of brand leaders and while most shoppers manage to distinguish one from the other, a small but significant proportion don't. Accidental 'copycat' purchases account for one in five own-label buys in the UK, according to data from consumer watchdog Which? And that, said Dr Tim Holmes, a neuroscientist working at Acuity Intelligence, amounts to £1 billion in sales every year - or £4 billion in lost brand revenue.

Discount store Aldi has been explicit in using these tactics, with its advertising slogan even going so...

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